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Connecting with Brand Savvy Moms
 

Connecting with Brand Savvy Moms

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At Mom Central Consulting, we’ve worked hard the past three years to evolve standard consumer research into compelling Mom insights. Our fresh, unique perspective delivers must‐have results for ...

At Mom Central Consulting, we’ve worked hard the past three years to evolve standard consumer research into compelling Mom insights. Our fresh, unique perspective delivers must‐have results for brands.

Articulate, tech‐savvy and brand adventurous women comprise our 15,000-person panel. They provide candid feedback via our ongoing bi‐weekly Momnibus research surveys – and from their insights we serve up an enlightened combination of insights, emergent trends, and inspired thinking about the Mom consumer.

In April 2011, 900 Moms with at least one child under the age of 11 years old answered an in‐depth questionnaire about their attitudes towards parenting, being a Mom, their use of technology, social media and how they engage with brands.
Over the next few months, we look forward to sharing the insights gleaned from this survey via a phased roll‐out of Trend Reports, culminating with a cannot‐miss presentation at the M2Moms: Marketing‐to‐Moms conference, Chicago,
October 2011.

In this Trend Report, we reveal significant shifts in usage across the Mom social media landscape and a deeper understanding of their position as savvy marketers based on the first round of survey results.
 

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    Connecting with Brand Savvy Moms Connecting with Brand Savvy Moms Presentation Transcript

    • Connecting with Brand Savvy Moms
    • THE MOMNIBUS PROJECT
      At Mom Central Consulting, we’ve worked hard the past three years to evolve standard consumer research into compelling Mom insights. Our fresh, unique perspective delivers must-have results for brands.
      Articulate, tech-savvy and brand-adventurous women comprise our 15,000 person panel. They provide candid feedback via our ongoing bi-weekly Momnibus research surveys – and from their insights we serve up an enlightened combination of insights, emergent trends, and inspired thinking about the Mom consumer.
      In April 2011, 900 Moms with at least one child under the age of 11 years old answered an in-depth questionnaire about their attitudes towards parenting, being a Mom, their use of technology, social media and how they engage with brands. Over the next few months, we look forward to sharing the insights gleaned from this survey via a phased roll-out of Trend Reports, culminating with a cannot-miss presentation at the M2Moms: Marketing-to-Moms conference, Chicago, October 2011.
      In this Trend Report, we reveal significant shifts in usage across the Mom social media landscape and a deeper understanding of their position as savvy marketers based on the first round of survey results.
      2
      MomCentralConsulting.com
    • BRAND TAKEAWAYS
      THE WHAT:
      70% of Moms report spending more time on the internet since having a child and not only keep in touch with friends and family - while online, they expectbrands to connect with them. This group wants engagement but on Moms terms.
      SO WHAT:
      A successful social media strategy should go above and beyond convincing Moms to simply “like” a brand on Facebook or Twitter. These brand enthusiasts expect direct interaction, original content and attentiveness from a person representing the brand or they “unlike” you with a quick click.
      NOW WHAT?
      To reach Moms, integrated strategies with engaging online and offline components work best. Since Moms pay attention to how brands interact with them online, and share those insights with other Moms offline via WOM, marketers should think about creating ongoing, long-term campaigns that deepen engagement and interaction with Mom enthusiasts online, to increase awareness and purchase intent offline.
      3
      MomCentralConsulting.com
    • TREND REPORT HIGHLIGHTS
      9 out of 10 MOMS
      now prefer Facebook as their “go to” social media destination
      10average number of brands Moms follow or like on Twitter or Facebook
      60%agree: poorly used Twitter or Facebook accounts negatively impact Mom’s perception of a brand
      78%check-in to Facebook and Twitter via their Smartphone while on the go
      4 out of 5 Moms
      maintain two separate identities on Facebook, private and public
      80%ignore targeted ads on
      their social media networks
      41%find ads on social network profiles annoying and say they have no impact on their purchasing decisions
      4
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    • 9 OUT OF 10 MOMS FACEBOOK
      Though used by a smaller number of Moms, Twitter and LinkedIn also made significant gains:
      200% increase up from 20% to 63%. 
      150% increase up from 12% to 30%. 
      Myspace experienced the greatest decrease, with usage dropping by 50%: no surprise, given the current demise of the platform. 
      Yahoo Groups experienced a slight dip as well– though still a strong platform for Moms to gather, we see Facebook replacing the conversational structure traditionally found in within online groups.
      Over the past 18 months, we’ve seen significant shifts across the Mom social media landscape: Most notably, the number of Mom consumers with a Facebook account jumped
      From 60% in late 2009 to 93% in early 2011.
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    • MOMS MEAN BUSINESS
      Once used as a channel to “keep an eye on” their college-age kids, Moms no longer join Facebook as passive observers or limit their conversations and connections to only friends & family.
      Now, Facebook primarily acts as Mom’s dominant connection-enabler, information-feeder, trend-finder and news-provider.
      Moms leverage the site to support more strategic priorities, and actively pursue professional and “influencer” activities:
      81%maintain two separate identities on Facebook, one for personal use and one for professional use.
      And strategic priorities aren’t limited to only Facebook:
      30% maintain two separate identities on Twitter.
      6
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    • ON THE GO & IN THE KNOW
      As an integral part of her day, Facebook is Mom’s primary social (and perhaps professional) network and the one she spends the most time on.
      Without it, she feels disconnected and lost – as the site acts as her main point of contact, keeping her “in the know” and up to date on all current events, important news and family updates:
      54%check-in to the site ALL DAY LONG.
      28% check-in multiple times a day. 
      78%use their Smartphone to check in and update their Twitter and Facebook accounts while on the go.
      7
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    • SO WHAT?
      The majority of Moms follow 10 or more brands on Facebook and Twitter.
      They engage with brands on Facebook on a daily basis and expect to hear from those brands regularly. Most often, they seek out brands on Facebook and Twitter because they feel satisfied, interested or impressed with a company, rather than for negative reasons or to express feelings of anger, disappointment or frustration and they hate being ignored when upset.
      A successful social media strategy should go above and beyond convincing Moms to simply like a brand on Facebook or Twitter, and tap in to those feelings of contentment and curiosity. These real fans expect direct interaction, original content and attentiveness from a “human,” or they’re apt to “unlike” you with a quick click.
      8
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    • REAL FANS EXPECT REAL INTERACTION
      Targeted social media ads do not have a strong impact on Mom purchasing behavior. In fact, 80% of Moms ignore targeted messaging on their social media networks. Reliance on automated or push marketing may not effectively reach these consumers:
      60% Agree if a company uses Twitter or Facebook poorly, it negatively impacts Mom’s perception of the company.     
      56%Agree brands can most effectively reach out to Mom on her social network or via Mom Bloggers.
      41%Find ads on social network profiles annoying and 40% say targeted profile ads have no impact at all on their purchasing decisions.
      9
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    • DEEP ENGAGEMENT = WOM
      Regular interaction between brands and Moms online creates a sense of connection for Mom, and keeps her feeling as though she’s accessing content or relationships before anyone else.  This proactive engagement reflects positively on Mom’s ensuing offline WOM and purchasing behaviors:
      91%Feel more informed about the company’s promotions
      81%Feel more connected to the brand
      79% Are more likely to recommend the brand to a friend
      78%Notice a brand or product more frequently in everyday life (away from the computer) because they “like” or “friend” it. 
      Feeling informed and connected creates a consumer 5x more likely to interact with other fans of the company/product.
      10
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    • NOW WHAT?
      Moms increasingly rely on Facebook as their “go to” social platform in greater numbers for both personal and professional connections.
      This reliance translates to more awareness of brands and messaging in “offline” surroundings. To engage Moms, focus on creating “human” branding online and also embracing an integrated strategy across multiple channels.
      Integrated strategies with engaging online and offline components work best. Since Moms they pay attention to how brands interact with them online, and share those insights with other Moms offline via WOM, marketers should think about creating ongoing, long-term campaigns that deepen engagement and interaction with Mom enthusiasts online, to increase awareness and purchase intent offline.
      11
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    • Stacy DeBroff
      CEO, Founder
      stacy@momcentral.com
      Tracey Hope-Ross
      VP, Consumer and Client Insights
      tracey@momcentral.com
      Lauren Bocskocsky
      Project Manager
      lbocskocsky@momcentral.com
      May 2011